Thc sin rimer is always heralded as the saving light for producers and retailers of barbecue productsand, when you couple that with a major global sporting event such as the football World Cup, interested parties would no doubt have been rubbing their hands with glee over the potential of doubling takings in 2010. This year saw the second internationalfootball tournament in a row that only included England, with none of the other home nation countries nor the Republic of Ireland participating in it. But despite this, sausage firms and national supermarket brands would have been preparing to maximise profit for the quadrennial event a long time in advance, whether they were in Co Tyrone or Kingston upon Hull. However, AHDB Consumer Insight figures showed that, in the four weeks ending 18 June 2010, analysts saw a peak in sales of burgers and grills of10,519t compared to 10,606t in the same period in 2006 at the last World Cup, although this only accounts for the first full week of this year's tournament, which kicked off on 11 June. The tournament might have been a disappointment for England fans, but for the sausage industry, it was still a glorious cup run.
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